"If you don't have an iPhone, you don't have an iPhone." OK, I'll buy that. Which is exactly the response Apple's hoping for with this logical (and slightly pompous) proposition in a trio of new spots. The new work continues in the familiar style of previous ads, presenting soothing white backgrounds and shots of fingers manipulating the device's touchscreen and a piano-pop soundtrack. The ads focus on what you don't get when you buy another smartphone, like the app store, iBooks and iTunes+iPod music/video features. But one benefit they surprisingly don't point out is that — unlike another device I could name — the iPhone 4 doesn't sever anybody's thumbs. Check out one new spot below, and two more after the jump.